Lopez Negrete Communications adds HEAVY-HITTERS.

Lopez Negrete Communications announced the addition of Joseph “Pepe” Machin and José López-Varela as executive group account directors. Both López-Varela and Machin will join an existing star-studded team to help oversee the strategic management of several of the agency’s stellar clients.

“The addition of Pepe and José to our already remarkable account management team is a natural next step in our continuous evolution as a full-service Hispanic marketing agency. These individuals, not unlike the peers they join, all of whom have made enormous contributions to our success, bring with them strategic prowess, enormous experience in key industries where our agency desires to grow, exceptional leadership skills and a deep knowledge of the Latino consumer — as well as impeccable reputations, of course. We’re proud to welcome them both to the Lopez Negrete family,” said Alex López Negrete, president and CEO of Lopez Negrete Communications.

López-Varela is a highly accomplished agency executive with extensive experience in management, client service, strategic marketing, business development and operations technology, having recently served as CEO of ADN Communications, and was the original leader and creator of Hill, Holliday Hispanic, which later became abecé. He is a graduate of Florida International University and currently serves as chairman of the Association of Hispanic Advertising Agencies (AHAA).

“I am delighted to join Lopez Negrete; I have known Alex and his team for many years and have always admired the work they do, and most importantly, their unwavering focus on producing results for their clients,” said López-Varela. “After working closely with Alex on the AHAA Board of Directors, I felt our work styles, the way we see our market and industry developing, and our core philosophies were a natural match. Working here feels wonderfully natural and inspiring. I look forward to putting my broad experience in retail and branding to work for our blue-chip clients and to playing a role in helping this agency continue what has been an amazing two-decade run of growth and success.”

With more than 18 years of advertising experience, Machin brings impressive depth in the automotive arena, having managed an array of clients such as Chevrolet, Pontiac, Buick, Saturn and GMC, as well as having managed Nissan Caribbean Advertising group at Motor Ambar in the Dominican Republic and Puerto Rico. Pepe began his career in advertising and marketing, working for notable agencies such as The Bravo Group, Ogilvy & Mather and, most recently, Accentmarketing. He has a solid background in business development, strategic marketing, creative development, multicultural marketing alliances and platforms, as well as a strong background in retail and distribution channels.

“I am very fortunate to have been able to work with and learn from incredible Hispanic talent of the caliber of Daisy Exposito, Linda de Jesus and Maria Romero, but working next to Alex López Negrete and his team is by far the greatest challenge and opportunity I have been blessed with,” said Machin. “My short time at Lopez Negrete has already proven to me that this is ‘the’ place to be; the energy and the talent here is living proof that this agency is where the future of Hispanic marketing resides. I am excited to be here, and I know we will continue to grow our business and continue to make Lopez Negrete ‘the’ agency that clients and Hispanic talent choose to work with.”

Both López-Varela and Machin have relocated to Houston, Texas, where Lopez Negrete Communications is headquartered.